Conversion Elite 2017: Accessibility and Optimisation: Friends with benefits

by | Nov 2, 2017 | Conferences | 0 comments

Conversion Elite 2017, Manchester, UK

Key Themes:

​Why Accessibility Matters

  • Accessibility improves money, visitors, retention, and reach.
  • Optimising accessibility leads to better customer experiences and repeat business.
  • Excluding users through poor design results in lost revenue.

Key Concepts
Universal Design:
Create interfaces usable by everyone, regardless of ability or situation, by following principles like clear communication, minimal hazards, ease of use, and accommodating diverse needs.

Accessibility is NOT just about disability:
It’s about making content available to everyone, boosting conversions, customer loyalty, SEO, market share, future-proofing, ethics, and legal compliance.

Who Benefits?

  • Permanent disabilities (visual impairment, hearing loss, manual dexterity, neurodiversity)
  • Temporary or situational challenges (weather, multitasking, fatigue, distraction)
  • Aging populations (increasing numbers of senior internet users with money to spend)

Web Accessibility Basics (W.C.A.G Concepts)

  • Perceivable: Information must be visible and understandable.
  • Operable: Interfaces must work with different devices and controls.
  • Understandable: Content must be clear and predictable.
  • Robust: Compatible with current and future technologies.
  • Levels of compliance: A (good) → AA (amazing) → AAA (the holy grail)

Easy Wins for Accessibility

  • Improve page titles, text alternatives, heading structure, contrast ratios, form accessibility.
  • Fix common problems: overcrowding, poor navigation, broken forms, distracting graphics, poor legibility.

Case Studies

  • Removing carousels improved conversion rates by 5.6%.
  • Making search bars bigger boosted interactions by up to 51%.
  • Simplifying page layouts led to a £1.4m increase in revenue and better mobile completions.

Business Case

  • The “Purple Pound” — 4.3 million UK shoppers with disabilities represent £11.75 billion annually in online sales.
  • Most will pay more for an accessible site and spend more overall.

Final Message
Accessibility benefits everyone, increases conversions, and is essential for future-proofing your business. Make your site better for all — and profit from it!